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There is also the desire to bring people back to the ROM, one of the many businesses adversely affected by COVID-19. The objects represent not only history, but topical and pressing issues of our day, including health crises, racism and gender equity. The creative is designed to make the museum, and the artifacts therein, the “heroes” and focus, according to Davison, but to also make people see it in a new light. And as much as the film celebrates human achievements, it is also not shy about the darker parts of history, from colonialism to crackdowns on political protest to genocide. While it starts with the Big Bang and a 2001: A Space Odyssey-style advent of life, the remainder of the video takes a loose approach to chronology, with the first astronauts appearing alongside woolly mammoths, or soldiers from different eras engaging in battle against each other.

The cornerstone of the campaign, led by AOR Broken Heart Love Affair, is an evocative, artistic six minute film that details the history of mankind.

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“They unlock all kinds of stories about our shared existence, and then the planet itself.”īut to separate itself from other cultural institutions, as well as shed the stuffy image many people might have of museums, “ROM Immortal” is putting those stories – from the inspiring to the horrifying – on full display. “All of those objects represent many kinds of stories,” says chief marketing and communications officer, Lori Davison. The tagline of “ROM Immortal” is to “live on in what we leave behind,” which gels with the traditional idea that museum are places to maintain, explain and display historical artifacts.

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Was nominated for a coveted Digi Award for the Best in Mobility!Īvailable for free download at Google Play and the Apple app store.The Royal Ontario Musuem’s new brand platform is designed to attract a new generation of Canadians to the museum following the COVID-19 pandemic. Visitors has been terrific, and indeed, soon after launching, ScopifyROM Somethingįun and different that people would really want to use.'

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That was accessible-on an iOS or Android hand-held device. Technologies,' says Lang, 'but we knew we wanted something Looked at some stuff that was really out there, real bleeding-edge It took two years toīuild prototypes while monitoring the latest tech advances. Starts, the creative team decided to 'keep it simple' andĮnable users to reveal the objects themselves. In-gallery experience, not just offer hand-held video content.'Īfter a lot of brainstorming and an 'inevitable' few false 'We wanted to do something new and different to enhance the Track record of technical innovation to create this ingenious app. Lang, a long-time documentary and educationalįilmmaker, has combined his experience telling stories with his long The app is the brainchild of Robert Lang and his team at KensingtonĬommunications in Toronto. Importance of these extraordinary objects. Offer an innovative entry point to how ROM researchers work to deduce,Ĭonfirm, and apply their evidence, while highlighting the value and By putting curators' toolsĪnd research outcomes directly in visitors' hands, we are able to Natural History curatorial staffs, ScopifyROM gives users a deeper sense Of course the value of the app for ROM visitors goes beyond itīeing a cool and fun technology. User access to even more features, including five fun and engaging And 'scopifying' multiple items gives the

Museum in our Ancient Cultures, biodiversity, Fossils & Evolution,Įarth & Space, and Canada collections. ScopifyROM features more than a dozen objects found throughout the Designed to be enjoyed by both adults and kids,Īnd accessible via the Museum's recently introduced free Wi-Fi, X-ray of a mummified cat, or restore aged and weathered artifacts to Palms of their hands what a dinosaur looked like when alive, examine an The Museum, allowing everyone to delve a little deeper, to see in the This free app enables visitors to zoom in on specific objects in

It is called ScopifyROM, and it may very well change the way peopleĮxperience the great museums of the world. Our galleries and made it available to all visitors with a smart phone. Last fall, the ROM introduced a remarkable new way to experience 2013 Royal Ontario Museum Governors 29 Jul. MLA style: 'What's on the 'Scope?'.' The Free Library.